Ad tech startup XPLN.AI has announced a USD$8mn (£6.1mn) funding round, led by Ventech and Spring Invest. 

Redefining advertising effectiveness: For the past 15 years, standard advertising metrics such as impressions, viewability, and completion-rates have dominated the definitions of ad quality, but their limitations are now evident. As a result, accurately measuring the return on investment (ROI) of digital advertising has become increasingly complex. A recent study by Juniper Research and Opticks revealed that ineffective measurement of advertising campaigns cost the industry a staggering UDS$100bn (£76.3bn) in 2023. 

A new era in metrics: Measuring attention: Founded in 2022 by former Meta and Criteo executives, XPLN.AI is pioneering a new approach to measurement that goes beyond basic viewability: it measures the actual attention users give to ads. "For an ad to be effective, it must capture attention. Our research shows that one in two ads goes unnoticed, and nine out of ten leave no lasting impression," explains Fabien Magalon, CEO of XPLN.AI. 

XPLN.AI’s technology provides deep insights into which ad impressions resonate with audiences by analysing exposure signals such as ad clutter and viewing context. This enables advertisers to better understand campaign performance and optimise their ROI. 

Fuelling global expansion: With this new funding, XPLN.AI is set to accelerate its expansion across the US and Europe. "The structural changes in online advertising are rewriting the rules of the game. XPLN.AI is perfectly positioned to redefine the standards of advertising measurement," says Mrs Houry, general partner at Ventech. Since its inception, XPLN.AI has gained the trust of over 300 brands in 30 countries, demonstrating the value of its innovative technology to an industry in search of new benchmarks for effectiveness. 

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